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It used to be that when a product shipped, the innovation and design side of the product lifecycle were done. Innovation was a finite event somewhere early in the product design phase. With the advent of agile build methodologies and continuous delivery, cloud software customers have come to expect applications to adapt and improve over time. In 2016 alone, AWS shipped 1017 new features and services. To have the same vibrancy in device innovation, product experimentation and impact measurement have to be easy. New tools and paradigms are bringing the speed and frequency of cloud software innovation to embedded devices.